Segmentation is the process of dividing a broad consumer group into subgroups of consumers based on some shared characteristics. Segments are used in all campaigns to specify the group of recipients. If you do not apply any segment, your campaign will be delivered to all available users.
Segmentation is a very effective marketing strategy for personalization. With the help of segmentation, you can deliver more relevant content to each group of recipients. This will increase open and click rates, thus increasing revenue.
The available Web Segment categories are as follows: